What is sustainability? Before taking this class, I thought that sustainability really only pertained to environmental needs and human actions affecting the environment. However, after being in this class for the past few weeks, I have realized that there is so much more to sustainability than just the environment. In previous classes, we have mentioned some other components of sustainability – social, economic, and cultural aspects – but these components truly did not hit home with me until the Brief case presentations. The presentations kicked off with Imperfect Produce displayed on the screen and the group members speaking about affordability of produce and food deserts and the wasteful practices that lead to 40% of food in the U.S.A. being thrown away. This is when I truly began to comprehend just how intricate sustainability is.
I think that Imperfect Produce is a great example of creating a service that helps people in need while also helping the environment. So often environmentally friendly products are more expensive and seen as more luxurious items. In my opinion, Keap candles were more along this line of thinking. These candles were directed towards a niche market – young millennials who are in need of a “healthy escape” from city life. However, in the cases of Imperfect Produce and Print Your City, the market they are trying to reach is larger and the products are meant to be consumed by a variety people from a variety of backgrounds. Both Imperfect Produce and Print Your City advocate for not only the reduction of waste but also for community and inclusiveness. I now see just how essential these aspects are to sustainability. If we want to create a world that is environmentally sustainable then we must start creating products and services that are available to everyone and can be used widespread. Several companies showcased by this Brief case project accentuate this idea and shine hope on a future of an inclusive sustainability.
Another key takeaway I gathered from these projects are the ways in which the companies, Imperfect Produce and Loop, are trying to change consumer behavior. Currently, our society expects all food to look beautiful. When it doesn’t, then there is considered to something wrong with it and it “can’t be eaten.” Imperfect produce is taking this ugly fruit that is not bought by grocery stores, and is selling it for cheaper prices to people specifically with lower incomes. They are trying to change the way people think about the food they eat and show consumers that blemished and “ugly” fruit are just as good as their counterparts. In this way, they are attempting to change consumer behavior.
Similarly, Loop is focused on creating a zero-waste system of production by using reusable and recyclable packaging for everyday products. By doing so they are reducing the amount of plastic waste that goes to landfills or is dumped in the oceans. However, these reusable containers are not going to stay in perfect, mint condition reuse after reuse. Consumers are going to receive packages that are dented and scratched. This goes back to the ideas laid out with Imperfect Produce; people expect perfection in their products’ appearances. Loop, too, is going to have to change consumer behavior and thinking if they wish to be a successful company.
I never realized how much I expected pretty, perfect products when buying something. Reflecting on my store going experiences, I see that I do in fact always pick the apple that is the brightest red or the banana without any brown spot without even consciously thinking about it. These preferences are ingrained in consumers, likely without their awareness. I am curious and excited to see how these companies grow and how awareness and acceptance of imperfection in products and packaging may change the way consumers buy goods and services and how these changes can help other companies create systems of reuse as well.